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MGM: If It's Meant to Be by Virtue

Agency: Virtue
Client: MGM
Date: Oct 2018
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Park MGM, the new Las Vegas resort from MGM Resorts and Sydell Group, and its creative agency Virtue, know that chance meetings are a big part of the Vegas experience.

‘If It’s Meant to Be’ looks to the iconic online destination where thousands of people take a shot in the dark every day, all in the name of romance: missed connections, often associated with Craigslist.

In the hero film, we see a series of sweeping aerial shots capturing hundreds of human interactions at play in the outside world – on the road, at the resort pool, in a crosswalk, at a movie theater – while a sequence of real missed connections are read by their respective authors: “To the girl drinking the peach tea in the lobby”, “To the guy with the nice arms in the elevator”, “You: blue jeans and boots”, “Me: stocky with a burgundy and gold sweater.”

‘If It’s Meant to Be’ continues with a series of 15-second films giving a more intimate look into individual missed connections. From the woman searching for the one who flashed her a big smile; to the man looking for his perfect match of the curly-haired woman with glasses, these quick spots transport viewers into the exact moment that left an impression in each authors mind. The hope is that each will take a chance at love.

To support this notion that Vegas is truly a place for romance and chance, Virtue spoke with millennial Vegas-goers to hear their thoughts on fate, true love and soul mates. The study found that 75% of Vegas goers believe in fate, while nine out of 10 believe true love is out there.

“If It’s Meant to Be” will run on TV, OTT, digital and social through the end of the year.

Credits

Client: Park MGM

Agency: Virtue

Project Name: ‘If It’s Meant To Be’

THE TEAM

Chief Creative Officer: Cameron Farrelly

Group Creative Director: Heather Pieske, Trent Rohner

Creative Director: Andy Verderosa, Jean Morrow

Art Directors: Sophia Moore, Paul Raffaele

Copywriters: Alanna Watson, Madeline Leary

Head of Strategy: RG Logan

Strategy Director: Quay Fox

Communications Strategy Director: Justin Schneider

Senior Communications Strategist: Taylor Delbridge

Head of Production: Jill Rothman

Producer: Leyla Rosario

Music Supervisor: Charlotte Von Kotze

Client Partner: Ray Kang

Associate Account Director: Carli Nicholas

Account Supervisor: Hagan Rushton

Director: Paul Hunter, PrettyBird